Every business needs to generate leads to maintain a steady influx of customers. Therefore, it needs an effective lead generation method. An effective lead generation method produces quick results that lead to sales.
One such method is search engine marketing (SEM). It is an efficient way to generate leads. It uses paid ads to promote your business in the search engine results page. Consequently, your ads show up faster and rank higher than other ads in the search engine results page.
SEM ads are also known as PPC (pay-per-click) ads. In Google searches, these ads are marked as "Ad" or "Sponsored". An example of PPC ads is Google Ads.
If your objective is to generate leads, search engine marketing is the way to go. Its flexibility, scalability and cost-effectiveness are essential for lead generation. You can get started with these ads, even with a low budget. As per Google, you can start with a daily budget of $50.
A major advantage of SEM is that it provides your brand with instant visibility. This is due to the fact that SEM places your ad at the top of the page. Thus, it increases the chances of engagement with your ads.
According to a 2011 study from David Chan, Yuan Yuan, Jim Koehler, and Deepak Kumar entitled Incremental Clicks Impact Of Search Advertising, "89% of traffic generated by search ads (paid ads) is not replaced by organic clicks." This suggests that SEM provides consistent traffic.
Several factors come into play for a successful SEM campaign. When starting a marketing campaign, your objective is to generate leads that convert into sales. A targeted SEM campaign will help you achieve that objective.
A doctor can’t treat his patient unless he knows their pain. Similarly, a search engine marketing campaign is not effective unless the characteristics of the target audience are known.
Before you start your ad campaign, it’s important to know your target audience. This will help you generate quality leads. You need to research your customer wide and deep for their pain points, their demographics, their behavior, their interests, and their spending habits. Google Analytics is an ideal tool to obtain this data.
Another way to assess your target audience’s requirements is to analyze your competition. Knowing your competition and who follows them sheds light on your desired audience’s requirements.
Thorough research leads to greater conversion rates. Data from surveying past clients and social media feedback helps you find out more about the target audience. Customer relationship software (CRM) data also provides the required information.
“Focus on identifying your target audience, communicating an authentic message that they want and need and project yourself as an ‘expert’ within your niche.”—Kim Garst, international best selling author and marketing strategist
It is important to use keywords relevant to the products or services you offer for your search engine marketing campaign. Choose keywords specific to your business. For example, an eCommerce business selling sports equipment may use keywords like a hockey stick, hockey puck, tennis balls, etc. This makes it easier for people looking for your product or service to find you.
Starting out, you can use a few keywords broadly related to your business. As your marketing budget increases, you can include more specific keywords. Ideally, in-depth research helps to come up with a keyword most relevant to your business.
It is crucial to keep in mind the intent of the searcher. If they are looking for a product in a particular location, the keyword could be "hockey equipment in Toronto." If they are looking for service in a specific industry in a particular location, the keyword could be "legal services in Chicago."
Long-tail keywords are also very useful when it comes to targeting specific keywords. These keywords are typically four words or more. Searchers using these keywords are very clear with their intent. Hence, long-tail keywords are more likely to generate leads that qualify. In a Google search results page, long-tail keywords are at the bottom of the page.
As we observed earlier in this article, search ads generate consistent traffic. But not all incoming traffic converts to sales. For a successful search engine marketing campaign, you need to generate leads that are exclusively interested in your products or services. Such leads are called qualified leads. A qualified lead would most likely convert to sales.
Apart from producing higher conversion rates, qualifying ad copy also saves you money. If your target audience is from a particular location, then you must mention this in your ad copy. This way, searchers from other locations will not click on your ad, saving you money. Another qualifying aspect such as price also deters searchers not in your price range from clicking on your ad.
Incorporating negative keywords in your ads ensures more qualifying leads coming your way. They prevent your ads from showing up in irrelevant search queries. Again, this lowers ad spend and produces higher conversion rates. It increases the likelihood of reaching your target audience.
For example, you have an eCommerce store that sells fiction books for adults. Naturally, your ads would show the same. Let’s say your keyword is "fiction books." A search for "teen fiction books" would trigger your ads. Needless to say, a click on your ad would not yield a positive result.
However, adding the word "teen" as a negative keyword would not trigger your ad in the above scenario.
You’ve succeeded in getting the searcher to your landing page. Now’s the time to make it count. Make sure the copy on your landing page is well organized and relevant to the ad. A relevant landing page ensures better user experience and ad performance. In addition to minimizing cost-per-click, it also reduces bounce rates. A good landing page improves ad quality on Google.
An effective landing page is super important to make your visitor take the desired action. You may offer them a free eBook or webinar, for instance. This helps you ask them for their email and their preferred contact number. Thus, you can generate leads with greater efficiency.
A well-executed landing page consists of an irresistible offer and a well-placed call-to-action (CTA). It should also be easy to navigate. The benefits should be clear and easily identifiable. A preferred way is to list them as bullet points.
A good practice is to A/B test your landing page. It helps you gauge which version of your landing page performs best in terms of ROI, conversion, etc. It is better to test two versions of your landing page at a time. You could test your landing page with different elements like the headline, format, and placement of CTA.
“If a good PPC account isn’t converting, in 99% of cases the landing page is the problem.” —Brad Geddes, Official Google Ads Seminar Leader
Search engine marketing is very powerful for businesses looking to generate leads online. For instance, an eCommerce business can achieve better conversion rates in a short time. It also ensures greater visibility at the top of the search engine results page.
A PPC ad touching the right pain points of its audience, coupled with targeted keywords, would generate exclusively qualified leads. A well-formatted landing page studded with a compelling offer and a well-positioned CTA would seal the deal.
However, it’s cumbersome for business owners to cover all these points themselves. They already have a lot on their plate. Our time-tested copywriters would gladly accept the task to make sure all bases are covered. Don’t hesitate to get in touch with one of them today.
Basim Nadwi loves creative writing. As a copywriter, he thrives on producing engaging and high converting copy for his clients. He has a certificate in content marketing. In his spare time, he learns and develops new skills. He is passionate about boxing and works out at a boxing gym to achieve his fitness goals.Hire Basim